The document provides a comprehensive guide on how to effectively use social media networks for marketing purposes. It covers strategies for content creation, audience engagement, and building a personal brand across various platforms such as Facebook, Instagram, Twitter, and LinkedIn. Additionally, it emphasizes the importance of automation, digital portfolios, and the role of social media in recruiting and freelancing.

1. BUSINESS MARKETING
HOW CAN YOU USE THE SOCIAL MEDIA NETWORKS EFFECTIVELY?
ENTREPRENEUR EXPRESS
MOVING YOUR BUSINESS FORWARD
PRESENTED BY

2. HELLO!
I AM RACHEL A. ADLER
Rachel A. Adler is a Business Development Manager at
Fairfax County Economic Development Authority &
Executive Director of SMWiFairfax.
In this digital age, social media is a cost-effective tool to
market your business to potential customers.
How can you use the popular social media networks
effectively? In this session, you will learn what kinds of
engaging, share-worthy content to post to social media,
how to get started, and how to use a content calendar to
plan your social media posts.
YOU CAN FIND ME AT:
@RACHELA_ADLER

3. “
Don't post anything online that you wouldn't
want published on the first page of the New
York Times.

4. Online adults aged 18-34 are
most likely follow a brand
via social networking (95%).
Think about your audience and see where they are most likely to follow your brand.
(Source: MarketingSherpa)

5. Social media advertising budgets
have doubled worldwide over the past 2
years—going from $16 billion U.S. in
2014 to $31 billion in 2016
But despite this growing investment in social advertising, 46% of B2B marketers say they’re
unsure whether their channels have generated any revenue for their business.

6. 175 Million People use
Pinterest Every Month
A jump of 50 percent in 12 months indicates something happening on the platform that all
companies—small businesses and behemoth brands alike—can pay attention to
$35 BILLION
Social media ad spending is likely to exceed $35 billion in 2017, representing
16% of all digital ad spending globally.
$450,000 per day
A general rule of thumb for Snapchat Sponsored Lenses costs is this: $450,000
per day Sunday through Thursday, $500,000 for Fridays and Saturdays, and
$700,000 plus for holidays or special events (like the Super Bowl).

7. Why We Use Social Networks
◎Communication
◎Building relationships
◎Reputation management
◎Customer service
◎Information
◎Entertainment

8. “
◎Reid Hoffman, Linkedin co-founder, Author of The
Start-Up of You
You need to think and act like
you’re running a start-up:
your career.

9. How Are You Perceived?
◎Online Reputation
○When is the last time you Googled yourself?
○What do search results say about you?
◎Professional Relationships
○What do your colleagues & managers say about
you?
◎Personal Relationships
◎What do your friends and family say about you?
**Audiences tend to trust people more
than corporations**

10. Creating a Personal Brand
What are Your
Goals?
◎Gain awareness (be visible)
◎Build trust (be consistent)
◎Earn loyalty (be valuable)
3 Steps:
◎Discover who you are
○Your USPs (Unique Selling Points)
○Your passions
○Your skills
◎Create your identity
○Consistency is key
◎Make it visible

11. Facebook
◎Create a Facebook Fan Page (Public Figure
if you are your brand)
◎And Contact information to CTA (Call to
Action)
◎Add Social Media Accounts as Fan page
tabs
◎Create an Instagram & Facebook – if you
have a product.
◎If you are using Facebook – use Facebook
For Business: Facebook Business gives you
the latest news, advertising tips, best
practices and case studies for using Facebook
to meet your business goals.
https://www.facebook.com/business

12. HOW TO CREATE A FACEBOOK BUSINESS
PAGE
◎Step 1: Choose a Classification.
○To begin, navigate
to https://www.facebook.com/pages/cr
eate.php. This page will showcase six
different classifications to choose from:
◉Local Business or Place
◉Company, Organization, or Institution
◉Brand or Product
◉Artist, Band, or Public Figure
◉Entertainment
◎Step 2: Complete Basic Information.
○Finish “About” Section
○Upload Profile Picture
○Add Favorites
○Reach more people.

13. HOW TO CREATE A FACEBOOK BUSINESS PAGE
◎Step 3: Understand the Admin
Panel
○In the top navigation, you'll see an option
for "Settings." Click that. Along the left
side, a vertical navigation bar with different
sections should appear. We'll focus on
three core ones now:
◉Page Info: This is where you can add
additional details about your business. This
section will also unveil different fields based
on the classification you chose in Step 1.
Notifications: This section allows you to customize when and how you'd like
to receive Page alerts. Set a frequency that fits your social media marketing
schedule.
Page Roles: Whether or not you'll be the main manager of the
Page, there may be others at your organization who need access to
your Facebook Page. Here, you can invite other colleagues to make
changes to your Pages. Some common use cases here include:
A public relations manager who needs to respond to any delicate questions.
A support representative who can assist those asking technical questions.
A designer tasked with uploading new photo creative to the Page.
◎Step 3: Populate Page with Content
○Plain text status
○Photo with caption
○Link with caption
○Video with caption
○Event page
○Location check-in

14. HOW TO CREATE A FACEBOOK BUSINESS PAGE
◎Step 5: Measure Your
Growth
◎Facebook has embedded in
some decently helpful metrics
for us to take advantage of.
Simply click the "Insights"
option in the top navigation to
see the following:
○Overview: This tab shows a 7-day snapshot of your metrics
such as Page Likes, post reach, and overall engagement.
○Likes: This tab shows your overall fan growth and losses. If
you're employing paid efforts, you'll be able to see the
breakdown of paid versus organic growth.
○Reach: This tab highlights the raw number of people your
Page is reaching every day. If you notice spikes on a specific day,
try cross-checking what you posted that day to see if you can
replicate that reach.
○Visits: This tab indicates where on Facebook your viewers are
coming from. You can see the difference in visits on Facebook
Timelines, your information tab, reviews, and others.

15. A Quick Note About Facebook
◎Companies use Pages, so can individuals
◎Think you’re private? Think again.
○Manage privacy settings
○Be comfortable with what you post
Read more: Being Professionally Personable on Facebook
(Harvard Business Review)

16. What is
Instagram?
Free smartphone app used to
capture and share the world’s
moments
Fast, beautiful & fun way to share
your life with friends through a
series of pictures and videos

17. Why Use Instagram?
 Consumer change
Consumer behavior and shift towards visual content
80% of the brain is dedicated to visual processing
 Content is King
Instagram allows you to create and publish content easily
Source content
Get influencers and locals (including photographers) to help build your
content bank by introducing your own #hashtag
Republish content (and give credit) to your content creators (when they use
your # or give you approval)
 Highly engaged community

19. Taking
People
With You
Instagram is great for
showing a moment or a
snapshot
Great Instagram accounts
take their followers with
them…
 On the road
 Behind the scenes
 Sneak peaks into
new products or
events
Think Instagram is just for
younger consumer
audiences? These B2B
brands can make you think
again.

20. Who’s on Instagram?
TV
SHOWS
ON-AIR PERSONALITIES BLOGGERS LOCAL BUSINESSES

21. Hashtag = Content Distribution
 Use ones relevant to your destination (research in
www.iconosquare.com )
 Add popular hashtags to relevant images to grow audience &
engagement
#qotd
#instagood
#photooftheday
 Add a unique hashtag to source content and build a community
 Communicate your hashtag in your profile
 #CalmYourFarm  too many hashtags or ones that don’t make
sense will be ignored (especially in the 1st comment)

22. Instagram
Extras
 Repost
 Snapseed
 PicStitch/PicFrame
 Hyperlapse
 TimeHop
 Top hashtags &
users

23. Twitter –
Personal & Brands

24. Twitter Shorthand
 RT – Retweet
 MT – Modified Tweet
 # - Hashtag
 @ - Tweet directed to specific user
 .@ - Tweet directed to specific user that your followers
can see

25. Build Your Profile
160 CHARACTERS
BIO WITH USE # AND @
PROFESSIONAL PICTURE
HANDLE THAT MAKES SENSE
BRANDED HEADER PHOTO

26. Build Your Profile
◎ Header photo (recommended
dimensions are 1500x500 pixels)
◎ Profile photo (recommended
dimensions are 400x400 pixels)
◎ Name
◎ Bio (maximum 160 characters)
◎ Location
◎ Website
◎ Theme color (only editable on
twitter.com)
◎ Birthday

27. Who to Follow

28. Create/Subscribe to Lists
◎Lists are curated groups of Twitter users – create your own
or subscribe to ones created by others
◎Useful for reading tweets, not tweeting to a specific group

29. How to Tweet
◎To post a Tweet via the web:
1.Sign in to your Twitter account.
2.Type your Tweet into the box at the top of your
Home timeline, or click the Tweet button in the top
navigation bar.
3.Make sure your update is fewer than 140
characters. We'll count the characters for you!
Remaining characters show up as a number below the
box.
4.Tip: Read about how to include photos in your
Tweet here, and how to include a video in your Tweet
here.
5.Click the Tweet button to post the Tweet to your
profile.
6.You will immediately see your Tweet in the timeline
on your homepage.
◎Read about posting Tweets via the Twitter for
Android app here, and via the Twitter for iPhone
or iPad app here.

30. What & When to Tweet
 What?
Look at trending topics
Mix of professional & personal
Source attribution
 When?
Depends on your audience and geographic
location
Live tweet events or TV shows
Participate in Twitter chats
Schedule it!

31. Share a Variety of Content
Read more: How to Balance Your Personal and
Professional Brand on Social Media

32. What is a Hashtag?
 Word or phrase beginning
with a # symbol with no
spaces or punctuation: #tbt
#dcjobs #STEM
#entrepreneur
 Hashtags group
conversations about topics
making them easier to find,
follow, and join
 Extend your own brand and
distribute your content to
certain interests and groups

33. Crafting the Perfect Tweet
◎Use hashtags & links together
◎Don’t hashtag overload (2 = ideal)
◎Tweet longer (120+ characters work best)
◎Clear Call to Action (CTA)
◎Urgency
◎Tweet frequently (1-5 times per day)
◎Use pictures (2x engagement)
Read more: 10 Tips for Crafting the Perfect Tweet

34. Anatomy of a Perfect Tweet

35. Twitter Tools
 Publishers
Tweetdeck
Hootsuite
Buffer
Sprout Social
IFTTT (if this then that) – triggered actions, not just for Twitter
 Analytics
Twitter Analytics
SocialBro
Twitonomy
 Content Discovery
Klout – curates articles based on your interests, allows you to schedule and
improves your social influence
Nuzzel – discover what your friends are reading

36. Branding
Yourself
on
LinkedIn

37. Complete Your Profile
 Professional photo
 Descriptive headline
 Experience, education,
certifications
Organizations, volunteer
work
 Publications (articles,
videos, photography)

38. LinkedIn Profile Checklist
◎Photo: Professional, high quality
◎Headline: Tell people what you’re
excited about now & what you want to do
in the future.
◎Vanity URL: Make yourself easy to find.
◎Summary: A few short paragraphs of
what motivates you, what you’re skilled at,
and what’s next.
◎Experience: Jobs you held and
accomplishments at each. Include photos,
write ups, or videos.
◎Recommendations: Ask managers,
peers, or co-workers to write a
recommendation. This gives authority to
your strengths and skills.
◎Education: List all of your
educational experiences, including
summer programs.
○Courses can show skills & interests
you’re most excited about
◎Volunteer Experience & Causes
◎Skills & Expertise: Add 5+ skills you
want to be endorsed for.
◎Honors & Awards: Don’t be shy to
brag about your accomplishments.
◎Projects: Showcase digital campaigns
or projects.
◎Interests: Add anything else about
yourself; helps with search!
◎Organize sections

39. LinkedIn Publishing
 Way for members to contribute
professional insight
 Long-form content becomes
part of your profile
 Searchable on and off LinkedIn
 Added to Pulse section (if
content is relevant)
For more information on how to
get started please see SlideShare.
39

40. Automate Everything – But be HUMAN
You have better things to do than
execute the same repetitive tasks
over and over again. When it
comes to social media marketing,
automation is everything. Here’s a
short list of some of the tasks you
can automate now and no longer
waste your time on:
◎Following people back when they
follow you
◎Retweeting interesting messages
on Twitter
◎Mentioning other users in your
messages
◎Responding to direct messages
◎Automating posts from another
expert’s website
◎Posting to LinkedIn ,Twitter,
or Facebook from another network

41. Build
Your
Digital
Portfolio

42. About.me
◎Personal homepage
◎Summary
◎Location
◎Job history
◎Education
◎Interests
◎Link to social profiles

43. BrandYourself.com
◎Mission: help people take back
control of their own lives online
◎Look better in Google results
◎Digital resume
◎Social stream
◎Links to additional projects

44. Why You Need to Build a
Website
◎A website isn’t static; it’s
dynamic
◎Having a website makes you more
findable
◎Not many people have one –
having a website can help you stand
out.
◎You gain some new skills
◎Top Free Personal
Website Builders:
○Self-Made/Self-Hosted
○Tumblr
○Flavors.me
○Weebly
○Wix
○Re.vu
○Enthuse.me
○Designedyou.com

45. Guest Blogging
◎Blogging is one of the best
ways to build your visibility,
credibility, and brand message
online.
◎Recruiters and hiring decision
makers routinely search the
blogosphere when they're
vetting candidates.
◎Do some research before
diving in:
○Look for blogs relevant to your
expertise and/or industry.
○Find out which blogs the recruiters
and hiring decision makers you want
to attract are visiting.
◎Some ideas to find the right
blogs:
○Consult with your professional
network.
○Do a Google search of relevant
key words for your industry/field
and your areas of expertise.
○Use the LinkedIn Groups search
feature to connect with relevant
professional networks.
○Look at the blogrolls

46. #HugYourHaters
How-to respond

47. Canva.com
Canva makes graphic design
amazingly simple for everyone.
Ready to get creative?
Everyone is designer.
1. Know Your Key Messages
2. Keep It Simple
3. Be Consistent
4. Use Purposeful Hierarchy
5. Consider Text Formatting

48. Recruiting: Know Your Audience
 Job seekers and recruiters use the same platforms but to
a different degree
0
10
20
30
40
50
60
70
80
90
100
Job Seekers
Recruiters

49. Recruiting: Where to Post Openings
 Company-owned channels
LinkedIn Company Page – Careers
tab
Facebook Page
Twitter
Google+
Personal networks
Share with your personal social
network of friends and family
 Use hashtags – broad & niche
#jobsearch
#hiring
#ITjobs
#jobopening
#consulting
#dcjobs

50. Recruiting: Finding & Vetting Candidates
 LinkedIn Recruiter
Powerful search capabilities
Contact candidates through InMail
Track & manage talent to hire now or in
the future
 Twitter Searches & Chats
Participate in chats (ongoing or create
your own)
Follow hashtags used by job seekers
#hireme
#needajob
#resume
#unemployed
#MBA
#jobhunt
 Facebook Directory
Search pages, groups, users

51. Apps to Find People –
Freelancers
◎PeoplePerHour: PeoplePerHour is a freelance
site for all skills related to web projects, including
software engineers, digital designers, SEO
specialists and marketers. The site features a tool
called WorkStream, which simplifies the business
side of your work by organizing payment,
communication and management, all in one place.
You can browse jobs, get notifications for new
openings to your inbox and send up to 15 proposals
for work for free before signing up for the premium
plan.
◎SimplyHired: SimplyHired offers the largest
variety of freelance jobs of any site on this list. From
construction to concierge work, the site boasts a
bounty of opportunities for anyone seeking extra
work, and it helps freelancers find jobs in over 24
countries. It also isn’t limited to English-language
work, offering 12 different languages in which you
can find jobs.
◎Freelance Writing Gigs: Freelance Writing
Gigs is a job board that is updated daily with fresh
freelance writing and blogging jobs. The offerings
vary from technical writing positions to writing
about recipes, photography and healthcare, making it
a great site for writers interested in testing their
hand at different types of professional writing.
◎LinkedIn Profinder: With over 420 million
members in over 200 countries, LinkedIn is
indisputably the go-to place for learning about all
things job-related. Recently, LinkedIn decided to
begin its foray into the freelance economy by quietly
launching LinkedIn Profinder, which is helping
freelance professionals find their next job. Because
of its enormous amount of user data, LinkedIn is
able to quickly connect freelancers with strong leads
based on their keyword searches and companies
followed. Profinder is a great option for expert
professionals in countless fields
◎ Toptal: Toptal is a freelance network of elite
software engineers and digital designers from over
100 countries around the world. The company’s
screening process weeds out all but the top 3
percent of talent in multiple categories, which means
that once accepted, you’ll join an exclusive
community of experts. Toptal lets you decide if you
want to work hourly, part-time or full time, and you
set your own rates so you’ll never be stuck in a
bidding war. What’s perhaps best for freelancers is
that Toptal also screens clients -- and works with
top companies like AirBnB, IDEO and JP Morgan --
so you’ll always have a steady supply of interesting
projects and clients who appreciate the value of
your work.

52. Apps to Find People - Freelancers
◎Upwork: In 2014, two leading freelance
networks, Elance and oDesk, merged to
form Upwork, which is now the largest network for
freelancers by a long shot. With more than 10
million registered users, four million clients, and
three million jobs posted every year, Upwork
has something to offer for everyone from writers
and architects to legal aides and photographers. You
can sign up for short- or long-term projects, and
elect to work by the hour or be paid per-project.
The site features an easy-to-use chat feature, a time-
tracker and a payment protection plan to make
communication and collaboration with your client a
breeze.
◎99 Designs: 99 Designs is a freelance job site
with a twist. As its name suggests, the platform is
exclusively for designers, and every job comes
members in the form of a contest. Rather than
browse through a catalog of portfolios and résumés,
clients are prompted to crowdsource their
projects, setting a budget and giving instructions,
then letting designers submit work based on the
project brief. At the end of a week, the client
chooses the best design, and that designer gets paid.
This is a great site for designers looking to really test
their talents and shake up their workflow.
◎Thumbtack: Thumbtack is an online service that
matches customers with local professionals.
Currently, Thumbtack lists 1,100 types of services in
categories such as home, wellness, events, and
lessons
◎Freelancer: Hire freelance programmers, web
developers, designers, writers, data entry & more at
a fraction of the cost on the World's Largest
Outsourcing Marketplace.
◎Guru: Guru.com is a freelance marketplace. It
allows companies to find freelance workers for
commissioned work.
◎Shapr: Shapr is a networking app that brings you
a personalized daily dose of inspiring people to meet.
◎PeerHu$tle: Hire local freelancers and find local
freelance jobs. Find local freelancers for all kinds of
jobs, within minutes.
◎Fiverr : is the world's largest freelance services
marketplace for lean entrepreneurs to focus on
growth & create a successful business at affordable
costs.

53. Are you a Freelancer?
◎From time management to billing to collaboration, these are the
tools you need to succeed as a freelancer.
○Tools for the toolbox:
◉30 Essential Tools and Web Apps for Freelancers
◉21 must-have tools and apps for freelance designers
◉3 Top Apps For Freelance Marketers And Solopreneurs

54. Digital Brand Scorecard
◎Strategically Aligned
◎Believable/Instill Trust
◎Sounds Like a Person not a
brand (This is for personal branding)
◎Distinctive & Visual (Remember
Canva.com is your best friend)
◎Engaged & Responsive
#HugYourHaters
◎ Assessable to be shared
◎ Transparent
◎ Consistent Frequency
◎ Audience Growth in
followers & conversations
◎ Integrated across
platforms
◉Regularly assess your digital presence. Rate each
component (1-5). Add them & divide by 10 for your
score.

55. Align Social Media With Business Goals
◎ Be intentional
◎ Be distinctive
◎ Add value, not noise
◎ Apply best practices
◎ Be visible & visual
◎ Have a consistent voice
◎ Be time, energy &
resource efficient
◎ Monitor, measure, refine
◎Identity
◎Visibility
◎Credibility

56. Final Thoughts
◎Personal branding is a way to:
○Establish credibility
○Grow your network
○Attract opportunities
◎Before you post, ask yourself...
○Is it valuable?
○Does it fit with my personal brand?
○Did I include source attribution?
○Did I add relevant hashtags?

57. Take Away/ Homework
◎Create or update your LinkedIn
profile
○Goal: connect with 30+ people by end of
month
○Post or share an update at least once/week
○Leave and request a recommendation from
colleague/manager
◎If Twitter is right for you…
○Create/update your branded profile
○Have a conversation
○Share news/relevant posts to your audience

58. Join us for SMWiFairfax 2017!
Use discount code 'FAIRFAXEDA'
to get 20% off